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Opticon SF - Customer Innovation Showcase

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Customer Innovation
Showcase
Linda Crawford
Chief Customer Officer
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VP of Marketing


@laurenv
Lauren Vaccarello
Director, UX and Experimentation


@benson_chan
Benson Chan
Customer ...

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VP of Marketing

@laurenv
Lauren Vaccarello

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Opticon SF - Customer Innovation Showcase

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Learn how some of the world’s most forward-thinking companies are embracing notions like creativity, bravery, and failure to run highly effective experimentation practices using Optimizely. You’ll hear a range of voices across industries discuss how they’re leveraging Optimizely in unique ways to make big leaps in improving customer experience, empowering and rallying their workforce internally, and developing smarter, data driven decision making.

Coming out of this session, you’ll walk away with insight around best practices, effective experimentation strategies, and inspiring ways to get your team thinking outside the box by using Optimizely.

Learn how some of the world’s most forward-thinking companies are embracing notions like creativity, bravery, and failure to run highly effective experimentation practices using Optimizely. You’ll hear a range of voices across industries discuss how they’re leveraging Optimizely in unique ways to make big leaps in improving customer experience, empowering and rallying their workforce internally, and developing smarter, data driven decision making.

Coming out of this session, you’ll walk away with insight around best practices, effective experimentation strategies, and inspiring ways to get your team thinking outside the box by using Optimizely.

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Opticon SF - Customer Innovation Showcase

  1. 1. Opticon Customer Innovation Showcase Linda Crawford Chief Customer Officer Opticon
  2. 2. Opticon VP of Marketing 
 @laurenv Lauren Vaccarello Director, UX and Experimentation 
 @benson_chan Benson Chan Customer Innovation Showcase
  3. 3. VP of Marketing
 @laurenv Lauren Vaccarello
  4. 4. Lauren Vaccarello VP of Marketing, Box Building a Culture of Innovation and Experimentation
  5. 5. Who am I? /
  6. 6. Agenda / 1. The importance of the work 2. Some background information 3. Tips for getting started 4. Ask me anything
  7. 7. Your website is the face of your business
  8. 8. It is also the single most important marketing asset you have
  9. 9. Landing page experimentation with 3X performance improvement
  10. 10. Simple homepage experimentation has increased form views by over 40%
  11. 11. All of this translates into a multimillion dollar impact
  12. 12. Who is just getting started with website testing, optimization and personalization?
  13. 13. Now, it’s time to build a culture of innovation and experimentation again
  14. 14. How We Are Building a Culture of Innovation and Experimentation /
  15. 15. Start with CLEAR Goals and Data1/
  16. 16. 1. Increase pipeline and revenue contribution by 30% within 6 months 2. 10 percentage point reduction in bounce rate 3. Increase in engagement Clearly defined and shared goals
  17. 17. Get the team EXCITED (and bought in to Why)2/
  18. 18. Great Ideas Come From Everywhere3/
  19. 19. Turn Experimentation into a Contest and Make it Public 4/
  20. 20. Share Success and Failure5/
  21. 21. When making big changes, be Methodical6/
  22. 22. Check for bugs Directional data and adjust fast More data and adapt Confirmation and launch 25% 50%10%1%
  23. 23. Start with the highest impact pages first7/
  24. 24. Basic places to start / • Focus on high traffic and high conversion pages • Content on your forms • All about CTAs – copy, color, size, placement • Different CTAs on homepage • Phone number placement • If you are B2B look at offline metrics • UX design
  25. 25. A few more ideas / • Customer experience vs a prospect experience • Personalization for top accounts • SMB content and enterprise content • Think counterintuitive – form completes aren’t leads, sometimes you need more fields
  26. 26. Key Takeaways / • The work you all do is incredibly important. Own that • Set clear goals • Know your data • Get your team excited • Great ideas come from everywhere • Make experimentation public • Start simple. It can have a big impact • Know your visitor
  27. 27. Thank You / @LaurenV
  28. 28. Director of UX and Experimentation
 @benson_chan Benson Chan
  29. 29. Opticon Changing the Experimentation Culture at Microsoft Benson Chan Director, UX & Experimentation, microsoft.com @benson_chan bensonc@microsoft.com
  30. 30. Opticon Source: http://blog.kameleoon.com/en/beginner-mistakes-ab-testing/
  31. 31. Opticon : the beliefs, customs, arts, etc., of a particular society, group, place, or time : a particular society that has its own beliefs, ways of life, art, etc. : a way of thinking, behaving, or working that exists in a place or organization (such as a business) Culture noun | cul*ture | ˈkəl-chər Source: http://www.merriam-webster.com/dictionary/culture
  32. 32. Opticon And a bit of luck. Changing Culture Requires: Perseverance. Systematic changes. Individual buy-in.
  33. 33. Opticon “We need to be always learning and insatiably curious. We need to be willing to lean in to uncertainty, take risks and move quickly when we make mistakes, recognizing failure happens along the way to mastery.” - Satya Nadella Growth Mindset
  34. 34. Opticon Opportunity: Billions of PVs + $ + Tool(s!)
  35. 35. Opticon Opportunity: Different States There are cultural and skill set differences. Don’t want to get started. Pretending they’re interested in testing but focus on 
 wrong outcomes. Think they’re already testing like pros.
  36. 36. Opticon
  37. 37. Opticon 1. Being a Tool Provider vs. a Center of Excellence (COE) 2. Measure and compare ourselves to other testing organizations 3. Shift to a user-friendly testing tool Three Key Decisions
  38. 38. Opticon Approach: Here & Now. Test something! Program started off being a tool provider Out-sourced, turn-key PM, Design, Web Dev and Analytics Training = Tool Being a Center of Excellence (COE)
  39. 39. Opticon Approach: Here & Now. Test something! Program started off being a tool provider Out-sourced, turn-key PM, Design, Web Dev and Analytics Training = Tool Being a Center of Excellence (COE) Approach: Long term growth and learning Program provides tools, training and runs strategic tests across orgs. In-sourced, PM, Design, Web Dev and Analytics Training = Tool + Best Practices
  40. 40. Opticon
  41. 41. Opticon
  42. 42. Opticon Growth mindset: How do we get better? Work with partner to baseline a maturity score of our program vs. top web companies Comparison with key players in space helps drive executive attention Measure and Compare Ourselves
  43. 43. Opticon
  44. 44. Opticon 1. Out-sourced vs. In-sourced expertise for long-term focus 2. Up-leveling program Executive visibility and support 3. Ramp up in testing momentum and focus on impactful tests Cultural Impact of Decisions
  45. 45. Opticon Thank you.

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